The above image titled "Mannequin of a Tailor” is by Ishan Mittal, via Wikimedia Commons, licensed under CC BY-SA 4.0.
Judi Henderson has never been someone who shies away from something new. Her curiosity about emerging ideas led her to purchase a mannequin in 1999 for an art project. What began as a simple creative experiment eventually became the foundation of a successful business.
Today, 69-year-old Henderson runs Mannequin Madness, an Oakland, California-based company specializing in the sale, rental and recycling of mannequins. Over the years, she has continued to adapt by learning how technology can help her business grow. Her journey has taken her from digital marketing and social media to using artificial intelligence for everyday business tasks.
Free training and professional-development resources offered through Verizon have played an important role in helping her develop those skills.
Her story reflects the practical approach behind the Verizon Small Business AI Accelerator, a 12-week program designed to help entrepreneurs understand how emerging technologies can be applied to real-world business challenges. Verizon also offers free AI courses and other resources that small-business owners can use to explore the potential of artificial intelligence.
Using Digital Technology to Expand Her Customer Base
When Henderson started Mannequin Madness, the internet was still in its early stages, and social media had not yet become a major marketing channel. For her, learning how to use new technology was eventually essential to growing beyond the boundaries of her local market.
Henderson noticed that many competing businesses were hesitant to adopt new technology. She believes that resistance contributed to their eventual disappearance from the market. By contrast, she embraced digital tools because she realized that depending solely on local customers would not be enough to sustain her company.
Mannequin Madness operates in a highly specialized market. Its mannequins, many of which are reclaimed from department stores, can be rented by fashion students, luxury retailers and event organizers. The company's warehouse also serves as a location for photography and video productions.
Henderson strengthened her digital marketing knowledge through free courses and events offered by Verizon Small Business Digital Ready. The training helped her make more informed decisions about where to concentrate her limited marketing budget and effort, particularly when choosing social media platforms.
Turning Artificial Intelligence Into a Business Tool
As Henderson became more comfortable with technology, she began exploring artificial intelligence. Like many entrepreneurs, she initially had reservations about AI. Rather than dismissing it, however, she decided to learn more about what it could offer.
AI has since become part of her regular business routine. She uses AI-powered tools for tasks such as creating website imagery, automating repetitive work, answering customer inquiries, preparing for vendor interactions and developing material for her blog.
According to Henderson, incorporating AI has significantly improved her productivity and gives her roughly 20% more time to focus on other aspects of the business.
She describes AI as being similar to having an additional employee—one that is available around the clock. Henderson believes that the AI training she received through Verizon helped give her the confidence to adopt these tools more enthusiastically.
Keeping the Business Connected
Henderson's approach to technology extends beyond software and AI. She has also invested in the devices and connectivity needed to operate her business efficiently.
As a Verizon Business customer, she uses a combination of mobile devices, a tablet and a smartwatch as part of her day-to-day operations. She also received upgraded equipment through a promotional business package, including a newer smartphone.
For Henderson, having a capable phone is particularly valuable because photography is an important part of promoting and operating a mannequin business.
Preparing for the Future With AI
The retail industry continues to evolve, and Henderson sees learning as one of the best ways to keep her company moving forward. Rather than viewing artificial intelligence simply as another technological trend, she sees it as an opportunity to experiment and remain ahead of the curve.
The prospect of exploring unfamiliar technology excites her. She enjoys the possibility of discovering something new and believes that staying curious can help a small business compete in a rapidly changing marketplace.
Her commitment to learning has also led her to participate in Verizon's live coaching sessions and one-on-one consultations with small-business specialists. She particularly valued the diversity of the people participating in these programs and the opportunity to receive advice from individuals with experiences she could relate to.
For Henderson, one of the biggest surprises has been the amount of practical assistance available through Verizon's free programs. She believes providing entrepreneurs with access to training and technology can help ensure that small businesses have a better chance of keeping pace with a rapidly changing digital economy.
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